Chartbeat’s Data Science Chief, Josh Schwartz, offers new research into rich, global, aggregate data speaking to year-on-year trends as they relate to platforms, devices, traffic, acquisition, loyalty, referrals, alerts, apps and more.
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Chartbeat: Discovery & Engagement in a Mobile-first World
1. Discovery & Engagement
in a Mobile-first World
Josh Schwartz
Chief of Product, Engineering
and Data Science
@joshuadschwartz
#ONA18
2. 22
ABOUT US
We enable meaningful
stories to thrive —
wherever they live
700 enterprise publishers
80% of the top US pubs
65 Countries
6 Continents
3. 3
Critical moment:
In news and media,
mobile has now
firmly surpassed
desktop
THE MOBILE REVOLUTION
2017 – 2018
Desktop
Double-digit declines
Mobile
Double-digit growth
4. 4
We’ll investigate two key
areas in a mobile-first world
• Referral sources and discovery
• Engagement on page and over time
THE MOBILE REVOLUTION
11. 11
Users switched to
Direct and Search
as discovery
mechanisms
Overall traffic up 2.3%
Direct up 11%, driven by
app increase of 22%
Search up 8%
REFERRERS
17. 17
1. Are we in a post-social world when it comes
to referred traffic? What will come next?
2. The Google ecosystem is by far the
dominant traffic source on mobile
3. Direct on mobile is important, and growing
4. Up and coming: mobile “portals”
REFERRERS
21. 21
… but, they engage for
40% longer and are 20%
more likely to click
ENGAGEMENT
Desktop Mobile
Average Engaged
Time 16s 22s
Average CTR 56% 67%
22. 22
A collaboration with
Nir Grinberg of
Northeastern University
looked at types of reading
behavior and identified
six types of readers
ENGAGEMENT
Paper: https://bit.ly/2wUwu59
30. 30
Low quality
engagement patterns
are quite different
between devices
Mobile visitors
More likely to
bounce back or have
shallow visits
Desktop visitors
More likely to be idle
ENGAGEMENT
36. 36
ENGAGEMENT
App visitors are
5.7x more loyal
than platform
visitors
Traffic Source
Mobile
Weekly Visits
Direct, app 9.2
Deep link & push, app 6.6
Direct, web 6.1
Facebook 1.9
Google Search 1.6
Chrome Suggestions 1.6
Twitter 1.6
37. 37
ENGAGEMENT
And, amazingly,
mobile visitors exhibit
more loyalty across
the board
Traffic Source
Mobile
Weekly Visits
Desktop
Weekly Visits
Direct, app 9.2 N/A
Deep link & push, app 6.6 N/A
Direct, web 6.1 5.4
Facebook 1.9 1.4
Google Search 1.6 1.6
Chrome Suggestions 1.6 N/A
Twitter 1.6 1.4
38. 38
IN SUM
1. Content discovery is changing
• Social is no longer the main way mobile visitors read
• Google Search and Direct traffic are the largest sources of traffic
2. There is a new class of referrers emerging
• Mobile portals are the fastest growing segment of referrers
3. Mobile readers are equally (or even more) engaged,
and more loyal
• The mobile reading experience is different: are we doing enough?